Marble Jersey | DC United

  • The problem

    DC United wanted a jersey that wasn’t just fabric—but a statement of pride, identity, and deep connection to the city. Inspired by the marble textures of the nation’s capital, the Marble Jersey needed a campaign that could match its bold concept and resonate with the community it represents.

  • The insight

    Soccer jerseys are more than just gear—they are cultural artifacts that symbolize unity, pride, and hometown legacy. DC United’s Marble Jersey reflects the architecture and spirit of Washington, D.C., but it needed a launch that would authentically capture that narrative.

  • The solution

    We crafted a campaign that blended striking visuals, layered storytelling, and real community voices to bring the Marble Jersey to life. Through a mix of digital and physical touchpoints, we celebrated the threads that tie the team to its community, ensuring that this drop wasn’t just seen—it was felt—grounding the jersey in the places and faces that define the city.

The Results

The Marble Jersey launch drove a 216% increase in jersey sales over the previous year's release weekend — delivered at the height of the COVID-19 pandemic, when physical activations were off the table and every touchpoint had to work digitally.

The campaign's impact showed up across short-form video, photography, and graphic design that put community members — not just players — at the center of the rollout. Visuals and storytelling were shared widely across platforms, generating buzz that reached audiences well beyond the core soccer fanbase.

The campaign resonated because it did what the best jersey campaigns do: it treated the product as a cultural artifact and let the people of the District wear it into the story.

Tailored for the District